Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 2

You have recently been hired by a cosmetics company in the product development group. The firm's brand is a top-selling, high-end line of cosmetics. The head of the development team has just presented research that shows the "tween" girls, aged 11 to 15, are very interested in cosmetics and have the money to spend. The decision is made to create a line of tween cosmetics based on the existing adult line. As the product moves through development you begin to notice that the team seems to lean toward a very edgy and sexual theme for the line, including naming the various lines "envy," "desire," "prowess," and "fatal attraction." You begin to wonder, is this concept too much for girls in the targeted age group?